Syllabus academic year 2011/2012
(Created 2011-09-01.)
Credits: 5. Grading scale: TH. Cycle: A (Second Cycle). Main field: Industrial Design. Language of instruction: The course will be given in English. IDEN30 overlaps following cours/es: IDEN15. Compulsory for: MID2. Course coordinator: Doctoral student Carl Lidgard,, Industrial Design. Recommended prerequisits: IDEA70 or equivalent. Assessment: The student will be evaluated through a written and oral case analysis as well as through active participation in case-based teaching. Home page:

1. That the students develop further their skills in design management and communicate with a certain credibility in their dealings with the world of business.

2. That the student become familiar with basic issues related to entrepreneurship.

Knowledge and understanding
For a passing grade the student must

- Have a solid knowledge regarding central topics in design management.

- Have good knowledge of basic strategic analysis of companies – both for internal and external aspects – with a particular focus on how this relates to design management and product strategies.

- Have basic familiarity with principles of entrepreneurship.

Skills and abilities
For a passing grade the student must

- Have a credible command of design management terminology and issues.

- Be able to localize and utilize certain company-related information which in itself is not intended for designers as an audience and from this be able to identify design-related opportunities.

- At a deeper level together with business persons identify and discuss aspects of the strategic business development of companies – not least that which may affect the designer’s work with product development – and also contribute with own insights on the design management function in companies and on design as a strategic resource.

- To be able to independently structure, and in a convincing manner communicate, the results of such analysis.

- Have basic ability in identifying and seeking out such external support as is available to start-ups and entrepreneurs.

The strategies of companies and their relationship with design is discussed from several perspectives with the help of guests, company cases, case-based teaching method and course literature.

With ‘design’ is meant different physical manifestation of business strategy in the form of products, environments, communications etc. ‘Design management’ refers to management and responsibility for the different design-related areas of a company.

The focus of the course will be on two areas: partly on the development of deeper strategic thinking and partly on introducing entrepreneurship as a phenomenon.

K Best - The Fundamentals of Design Management, AVA Accademia
D Hands - Vision and Values in Design Management, AVA Accademia
R Verganti - Design-driven Innovation, Harvard Business Press
M Bruce and J Bessant Design in Business - Financial Times, Prentice Hall
Articles from daily press and other collected material